Green People: Lifecycles + Lifestyles

Modern Species

seattle wa

It took one year, ten countries, a Vietnamese
factory worker, countless piles of burning garbage,
and one case of dengue fever for Gage Mitchell and
Jennifer Stewart to start a sustainable design studio.

After that year spent in countries without the
infrastructure for pollution and waste control, it
seemed more like a duty than a desire. So they created
Modern Species, a Seattle design studio whose goal it
would be to make the sustainable into the aspirational.
Ignoring the cliché of where not to find your
soul mate, the couple met in a nightclub outside of
Colorado State University, where Gage studied graphic
design and Jennifer studied creative writing. After
graduation they drove cross country to Charlotte NC
where they lived for four years while Gage designed at
a boutique branding studio and Jen tried to figure out
what one does with a writing degree. Countless long
nights at work led to a serious need for vacation,
which eventually led to a desire not to come back from
that vacation. Throwing rationality to the wind, they
sold their home and all they owned, with the thought
that going overseas might mean not coming back. It was
an unforgettable experience that shaped the way they
live and work today. The decision to follow their
passion and market Modern Species as a sustainable
design studio turned out to be great timing. The
American public’s demand for recyclability,
responsible sourcing, and renewable materials have
left companies looking for exactly the solutions that
Modern Species offers.

photograph: geo rittenmyer

“Sustainable design doesn’t help companies
look responsible, it helps them be responsible. Any
designer can pick out earthtones and slap on a recycling
symbol. We think about the whole lifecycle, call the
recycling centers, examine the supply chain, research
materials, maximize the press sheet.”

An event guide for Madison Craft Beer Week exemplifies
the firm’s lifecycle approach. Figuring that an
easy-to-carry guide is more likely to be used and kept,
they determined the layout based on the width of a back
pocket and size of the press sheet. With a quarter of a
press sheet remaining, Gage decided to forgo cover stock
and instead fold the remaining text-weight paper down into
a sturdy cover that would hold a surprise poster. The
rest of the guide was designed like a keepsake with
unique typography, interesting beer facts, tips on tasting,
and a notes section. By making the most of unused space on
the press sheet instead of adding cover stock, Modern
Species was able to reduce waste and save the client
money. And best of all, attendees raved about it and Gage
says he “had an awesome excuse to design a poster
about beer!”